IKEA Germany transformed the two-dimensional IKEA catalogue in 2007 into a three-dimensional installation, creating an exact replica of the living room on the catalogue cover and taking it on tour to shopping malls in 24 German cities.
Mall shoppers were invited to have their photograph taken on the catalogue cover. Five days later they were able to visit their local IKEA store to pick up their personalised version of the catalogue featuring their own photograph.
The idea was to get the proud owners of the personalised IKEA catalogue to pick it up more often, show it to other people, and get more IKEA inspiration for their own home. 7,120 people had their pictures taken. 4039 of them picked up their personalized catalogue at IKEA.
The 3D cover campaign was developed at Jung Von Matt, Hamburg, by creative director/copywriter Tom Hauser, creative directors Soeren Porst, Arno Lindemann and Bernhard Lukas, copywriter Caroline Ellert, art director Joanna Swistowski, account executives Nicole Drabsch and Nic Heimann, computer animator Sven Schoenmann, designers Matthias Grundner and Julia Stoffer, photographer/editor Justus Becker.
Technical production was provided by Birgit Ballhause at Act Agency, Philipp Mokrohs at Stein Promotions, and Stefan Blume at VCC, Hamburg, with photographer Ingo Dannecker at ID-Film. Music was provided by Malte Hagemeister at Stylophon.
IKEA’s 3D Cover campaign was the 2008 Ambient winner at the Cresta Awards, won a Promo Silver and Direct Silver at Cannes International Advertising Festival 2008, a Non Traditional Media Gold at the London International Awards 2008, and a Gold for Technique at the Epica Awards 2008.